Young Adult Books Attract Growing Numbers of Adult Fans
The Hunger Games and countless others are engaging a loyal following among those old enough to vote, drink and hold a mortgage
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September 13, 2012 (NEW PROVIDENCE, NJ) -- More than half the consumers of books classified for young adults aren’t all that young. Fully 55% of buyers of works that publishers designate for kids aged 12 to 17 – nicknamed YA books -- are 18 or older, with the largest segment aged 30 to 44. Accounting for 28 percent of sales, these adults aren’t just purchasing for others -- when asked about the intended recipient, they report that 78 percent of the time they are purchasing books for their own reading. The insights are courtesy of Understanding the Children’s Book Consumer in the Digital Age, an ongoing biannual study from Bowker Market Research that explores the changing nature of publishing for kids.
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